BTS’s Full Reunion Approaches, Boosting Seoul’s Culture and Tourism Sector with K-Pop Pilgrimage Boom

As BTS’s full reunion nears, Seoul’s culture and tourism industries are experiencing a surge in activity. The group celebrated its 12th anniversary on June 13, and Jimin and Jung Kook completed their military service on the 11th. Including the four members who have already returned, five members are currently back together, with SUGA finishing his final military duty on the 21st, bringing all seven members out of service and enabling a complete reunion. Around the time of their discharge, fans are flocking to areas such as Yongsan and Myeongdong in Seoul. HYBE’s headquarters is located in Yongsan, while Myeongdong is a commercial district packed with K-Pop merchandise stores. BTS fans from South Korea and abroad have begun what they call “pilgrimages,” visiting places related to the group such as the members’ training camp dormitories, as well as restaurants and cafes they frequented. These visits have led to significant increases in sales for local small businesses. An employee at a convenience store in Yongsan said, “Normally, our daily sales are around 3 million won (about $2,200), but on the 13th alone, we reached 12 million won. There were so many customers that even with two staff members at the counter, we couldn’t handle the queue.” This store displayed a photo of Jung Kook outside to attract more fans. Content related to BTS pilgrimages has also gained significant attention on China’s social media platform RedNote. As of June 13, over 3,000 posts were uploaded under the theme “Essential K-Pop Pilgrimage Guide for Seoul ARMYs.” A 22-year-old fan from Brazil named Camila, who has long supported Jimin, said she plans to visit a restaurant to try samgyetang, Jimin’s favorite food. The owner of a café in Yongsan remarked, “Fans are using our café to hold reunion celebration events. Things are much busier now than when the members were still in service,” adding that BTS are “true patriots.” BTS’s 12-year musical journey is also seen as evidence of K-Pop’s growing global influence. Since their Debut in 2013 with “No More Dream,” the seven members have overcome what was known as the “7-year curse” in the K-Pop industry by experimenting with various music genres, and the solo songs of their former members have also left significant marks on K-Pop history. Music critics believe BTS’s musical diversity and consistent influence over the past 12 years have strengthened K-Pop’s international standing.